By Timothy Albrite
The Toyota Hilux has built its reputation on hard work, reliability and the ability to handle demanding conditions. Now, the iconic pick-up is entering a new chapter in Kenya with the arrival of the ninth-generation model, officially introduced by CFAO Mobility Kenya as the New Shujaa.
Launched on 29 October 2026 at Ngong Racecourse in Nairobi, the new Hilux arrives with updated styling, a 2.8-litre turbo-diesel engine, revised cabin technology and improved driver-assistance features. The model is locally assembled in Kenya, continuing CFAO Mobility’s investment in the country’s automotive assembly industry.
The launch comes at a time when demand for pick-ups is gaining momentum. According to Kenya Motor Industry (KMI) figures cited during the launch, the segment grew by 52.6 per cent to 2,949 units between January and August 2026, making it one of the fastest-growing categories in the new vehicle market.
For Toyota, the timing presents an opportunity to build on the Hilux’s established position among businesses, fleet operators and private buyers.
A familiar name, a new generation
The Shujaa identity draws on the previous generation’s Shujaa wa Kazi positioning, which associated the Hilux with the people and businesses that depend on it to get work done.
The new campaign continues that theme, celebrating entrepreneurs, farmers, workers and other Kenyans whose daily activities contribute to the economy.
Africa’s fastest man, Ferdinand Omanyala, who serves as a Toyota Hilux brand ambassador, was among the personalities at the launch.
Beyond the campaign, the ninth-generation model introduces changes to the vehicle’s exterior and interior. The redesigned front end gives it a more contemporary appearance, while the updated cabin places greater emphasis on technology, comfort and convenience.
The result is a pick-up designed to serve both traditional commercial users and customers who want a vehicle capable of handling work during the week and personal activities over the weekend.
Under the bonnet
Powering the Kenyan launch models is Toyota’s 2.8-litre 1GD turbo-diesel engine, producing 150kW and 500Nm of torque.
Power is delivered through a six-speed automatic transmission, with Eco, Normal and Sport driving modes to suit different driving requirements.
The four-wheel-drive system is supported by features including Multi-Terrain Select, a rear differential lock and Downhill Assist Control. These systems are designed to help the vehicle maintain traction and control when negotiating challenging surfaces.
Practicality remains central to the Hilux package. The new model offers an 80-litre fuel tank, approximately one tonne of payload capacity and a braked towing capacity of up to 3,500kg. Ground clearance is rated at 312mm.
These specifications make it relevant to sectors such as agriculture, construction, logistics and infrastructure, where load capacity, towing ability and access to difficult terrain are important considerations.
CFAO Mobility Kenya has introduced two Double Cab automatic specifications, giving buyers a choice between a more work-focused configuration and a higher-specification version.
The Hilux 2.8L Double Cab Mid, priced at KSh 7,870,000, is positioned towards commercial and fleet customers. Its features include an eight-inch touchscreen, an eight-speaker audio system, wireless phone charging, cruise control, front and rear parking sensors, fabric seats and 17-inch alloy wheels.
The Hilux 2.8L Double Cab High, priced at KSh 10,840,000, adds more premium equipment. These include a 12.3-inch touchscreen, nine-speaker premium audio system, leather seats, a power-adjustable driver’s seat, a 360-degree camera, tyre-pressure monitoring and 18-inch alloy wheels.
Both versions offer selected convenience features, including smart entry and automatic dual-zone air conditioning.
The two specifications reflect the changing expectations of pick-up buyers, some of whom require a dependable working vehicle while others increasingly expect the comfort and technology associated with passenger SUVs.
Assembled in Kenya
An important part of the New Shujaa story is its local assembly.
CFAO Mobility Kenya reintroduced Toyota Hilux assembly in the country in 2019 through the Completely Knocked Down (CKD) Level 2 process. The ninth-generation model continues this programme, keeping the Hilux within Kenya’s local vehicle assembly landscape.
The company says the vehicle has been tropicalised to suit local operating conditions, including heat, dust, rain and challenging road surfaces.
Local assembly remains an important consideration for Kenya’s automotive industry, particularly as the country seeks to strengthen domestic manufacturing capacity and expand the role of locally assembled vehicles in the market.
It also gives the launch significance beyond the introduction of another new model, connecting the Hilux to the wider conversation around Kenya’s automotive manufacturing ambitions.
A growing pick-up market
The Hilux arrives amid encouraging figures for the Kenyan pick-up segment.
KMI data presented during the launch showed that new vehicle sales reached 10,944 units between January and August 2026, representing growth of 24.8 per cent. Pick-up sales rose by 52.6 per cent to 2,949 units over the same period.
CFAO Mobility Kenya reported that its Hilux sales increased by more than 20 per cent to 850 units.
The company also estimates that the Hilux Double Cab accounts for approximately one in every three Double Cab pick-ups sold in Kenya.
The growth points to continued demand from businesses that rely on pick-ups for transporting equipment, accessing remote locations and supporting daily operations. Agriculture, construction, telecommunications and logistics are among the sectors where these vehicles remain particularly relevant.
Backed by aftersales support
CFAO Mobility is positioning aftersales support as another part of the new Hilux ownership proposition.
The vehicle comes with a five-year or 150,000km warranty, whichever comes first. Customers will also have access to the company’s network of more than 50 branches, dealerships and authorised service centres, alongside genuine Toyota spare parts and trained technicians.
Financing arrangements through banking partners are also available, with options of up to 100 per cent financing, subject to applicable terms and conditions.
The company says it will expand the range in 2027 with additional 2.4-litre engine options and Single Cab variants, broadening the offering for customers with different operational and budget requirements.
For a nameplate that has served businesses and motorists across several generations, the latest introduction represents another attempt to balance its established working credentials with the expectations of a changing market.
The New Shujaa has a familiar job description. The difference is what it now brings to the task.
